Meet the Founder from Down Under: Shelley Sullivan, MCoBeauty

Meet the Founder from Down Under: Shelley Sullivan, MCoBeauty

MCoBeauty is an essential for all natural beauty lovers, namely due to its easy-to-use, high quality offering of products. Our limited edition A Beauty box features the brand's best selling mascara, a must-have for anyone wanting to achieve the enviable and effortless Aussie glam.

What was the vision when you first started your brand?

I wanted to create the MCoBeauty range with a price point that makes it available to everyone. We have not compromised quality, rather tailored our range of products that allow a lower price point, and then we focused our attention on making the products the best in the market. With affordability and accessibility as the core foundations of MCoBeauty, the brand leads with the intent to dominate the luxe for less category while offering impactful and purposeful beauty solutions.

Tell us what your typical day is like.

It’s always a busy start organising my 2 girls for school and then I usually do a breakfast/coffee meeting on my way to work. This could also be a personal catch up with friends or family, I like to prioritise my favourites! Then it’s a full day in the office meeting with my team across marketing, brand development, product innovation, accounts, logistics and retail. I often have a reiki/healing rebalance before work! (always need to keep that positive energy flowing!) If I don’t have a dinner event on then I will always cook dinner and enjoy a glass of wine with my husband Anthony the girls and love a cuddle with our dog Chilli.

What specifically is your priority for the next year?

My priority is always listening to the influence of consumers through digital and social channels and offering the most buzzed-about beauty trends accessible and affordable to the consumer.

What excites you about A-Beauty/going into the US market?

I think that Australian beauty brands offer something extra to the consumer – we have an edge, something that makes us stand out. I would like to show the US that we very much sit alongside the overseas beauty brands when it comes to sales, product innovation, ambassadors and distribution.

What impact are you hoping to make on the American beauty industry

Australian brands are always deemed very ‘cool’ and have a fantastic reputation in the global cosmetics arena. Australian brands also have a reputation for producing high-quality products. I hope to prove these notions correct!

Discover the fabulous MCoBeauty Mascara in our A-Beauty box.

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